"OK, we need to appeal to Gen X and Gen Y men ... Quick, someone get Betty White's agent on the line!!!"
Seriously? Who'da thunk it?!?!
Once again, USA Today ranked the top Super Bowl ads with their magic "Ad Meter" (don't we all wish we had one of these bad boys?). And the Snickers ad featuring Betty White in a pick-up game of football took top honors. Personally, I think that the Google "Search On" ad was one of the most effective (see # 43).
The fatal flaw of the Ad Meter is that is ranks entertainment value and not real results. What I want to see is a report in 1-2 weeks that ranks the increased sales of these companies! When someone says, "I loved the ad with the house made of beer bottles," but can't name the beer, then that was 30 seconds and millions of dollars wasted.
The bottom line for those of us with "real" budgets ... you don't have to be funny or have super special effects or even hire Betty White (though she is comic gold!) ... you just need one simple message and find a way to communicate it in a manner that will speak to the way people live life.
Be real, be sincere, be different, solve a problem, be relevant -- that's the way to win in the "Ad Meter" of real life.
Take care,
Eric
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